When working with advertising agencies for hospitality and lodging, keep in mind that methods for advertising for hotels fluctuate continuously now that many people do a majority of their advertising online. Hospitality advertising agencies are always doing market research to see what's most popular to the average hospitality consumer and opinions are constantly changing. It can be hard for businesses to keep up with all these changes and get the most out of their advertising dollars. Hiring a hotel marketing agency is a business savvy way to shift that responsibility to a qualified third party who will work with your company on a customized level.

For instance, some changes that many hotel advertising agencies plan to pay close attention to include the rise of the Gen-Xers. Gen-Xers have grown up, have credit cards and are booking hotels. Meanwhile Baby Boomers, who hotel advertising companies have focused on for the last several years, continue to age. How to market to this demographic will be important for your hospitality business' success. Another important development is the Internet's role in hotel advertising and includes:

1. Web-based hospitality ads.

2. Hospitality advertisement through online multi-media.

3. Advertising to encourage instant web-based bookings.

Action Steps
The best contacts and resources to help you get it done

Learn about hospitality advertisement in general

Advertising is only successful when it hits on its target market, and to do this requires complex planning. You know your target audience, so if you know something about hospitality advertising yourself, you will be able to work with an agency on a collaborative level and maximize success.

I recommend: Hospitality Net has a list of informative resources and articles about different trends when you're ready to work with advertising agencies. Hotel Online has a comprehensive analysis of industry wide practices, including marketing strategies.

Work with a hospitality advertisement firm that specializes in internet marketing

Again, internet marketing should be a huge part of your overall marketing strategy. When most people go to book hotels today they do so online, with many hotels even featuring one click booking. Since people are already going online to look for a hotel room, it only makes sense to advertise online.

I recommend: Blizzard Internet Marketing specializes in Internet marketing for hotels, resorts and vacation rentals. HotelTravelCheck.com also offers consulting and marketing strategy implementation for the hospitality industry.

Work with a hospitality marketing agency that specializes in direct marketing

Although internet marketing is a major player in advertising for the hospitality industry, traditional forms of marketing, mainly direct marketing still have a firm place. Pieces of direct mail and other forms of direct contact personalize your message to your target audience, and this has a different and sometimes more effective impact than online ads.

I recommend: MKTG Chicago has a complete package for those in the hospitality business who want to start using direct marketing strategies. Resort Data Processing has a program that provides quality hospitality direct marketing materials and leads for condo-hotels, vacation rentals, resorts, timeshares and campgrounds.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  When considering hotel advertising companies for hire, ask them how successful they've been while working with past clients. Every good company should have a definitive answer to this question and be able to provide you examples and references of how they've done this in the past.

No one knows the hospitality and lodging industry like you, particularly the specifics of your own business. You know the benefits that keep customers coming back. However, wouldn’t it be nice to see some growth in your client base? Take your knowledge, and combine it with an advertising agency that knows what works in advertising, and you have a winning combination.

The lodging industry demands advertising and marketing campaigns to remain competitive. Furthermore, an effective advertising campaign helps set the proper image for your establishment. With the right hospitality advertising agency, you can reach many business goals. Investing in lodging advertising is like making a guaranteed reservation for higher year-round occupancy rates, a wider customer base and greater name recognition.

Reach your target market more effectively when you use a hospitality marketing agency for:

1. Hotel advertising
2. Motel advertising
3. Bed and breakfast advertising

Action Steps
The best contacts and resources to help you get it done

Look to the experienced advertising professionals

Experience counts in hospitality advertising. Search for advertising agencies who have demonstrated knowledge and a track record of success with hospitality ads. They can help you identify and reach your target market through the best advertising channels.

I recommend: Each year, the Adrian Awards recognize the best in advertising for the hospitality industry and other industries. You want an agency that is a member of the American Association of Advertising Agencies.

Examine hospitality advertisement trends

Knowing your business and target market will alert you to trends. When appropriate, you can use these trends in your marketing plan.

I recommend: Join the Hospitality Sales & Marketing Association International (HSMAI) to learn hotel advertising trends. A current trend that seems to be growing is providing “green” or environmentally friendly lodging. If you’re a “Green” hotel, flaunt it in your hospitality ads.

Hire a full-service advertising agency

If you already have a full schedule, you might want to look at a full-service agency to handle all of your marketing needs. Imagine an agency that could also handle your public relations, manage special events for your business and place the hospitality advertisements.

I recommend: More companies like Ad Cetera, Inc. are coordinating a wide range of services for their clients. Any agency should show your a portfolio of work. Some agencies like Avenue 25 show their work on a website.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  Develop a hospitality advertising budget as part of your annual business plan.
• •  If you don't need full service from hospitality advertising agencies, then don't pay for it. Some agencies specialize in narrower pieces of hospitality marketing, such as event or Internet marketing. Choose a single service if it's all you need.
• •  Consider hiring a national advertising agency for national coverage.

Hospitality advertising is a big business. Many hospitality advertising agencies have to work hard to come up with new ads that appeal to potential travelers and steer them toward specific vacation packages. Those who work in hotel advertising must also find the right outlets for their message. A hospitality advertising agency should provide expert ad campaigns for hotels, resorts and destinations.

Hospitality advertisement is not just a regular advertising job. Those who work for hotel advertising agencies must have extensive knowledge of the industry. Advertisers that want to specialize in this type of campaign should explore advertising agencies for hospitality and lodging education and training opportunities. These can be found through:

1. An advertising degree with a concentration in hotel advertising.

2. Seminars and workshops that detail trends in the industry.

3. Additional resources that can provide educational opportunities.

Action Steps
The best contacts and resources to help you get it done

Earn an advertising degree to learn how to create hospitality ads

To begin a career in hospitality advertising, you will need to get a broad advertising education. There are many undergraduate degree programs that can turn those interested in art, writing and management into great employees for any type of ad agency.

I recommend: The Academy of Art University provides an advertising major that covers many aspects of an advertising team, including copywriters, artists and brand strategy. Fontbonne University offers a bachelors in advertising with courses that cover all aspects of the business, including sociology and psychology.

Attend seminars and workshops to learn more about advertising for hotels

For those that already have training in advertising, attend seminars that can help you focus your skills on the hospitality industry. Workshops and seminars can be specific to the industry you advertise for, but they can also be specific to your role in the advertising team.

I recommend: The Hospitality Sales & Marketing Association International runs a full schedule of training events aimed at hospitality advertising agencies and other travel marketing executives. Hospitality Expos provides many listings for trade shows and seminars that offer information and new ideas for the hospitality industry. Hospitality Net offers a list of hospitality events where advertising agencies can get exposure and learn about new trends in the industry.

Explore online resources to learn about working with a hospitality marketing agency

There are many online resources for advertisers and those who want to study hotel advertising. One of the best resources is other ad agencies that specialize in travel advertising. Look at portfolios to see the type of work being done. You can also enroll in seminars and certificate programs to learn additional hospitality marketing skills.

I recommend: MMG Worldwide is an ad agency that works in the travel and hospitality industry. The company provides a comprehensive portfolio of work in all disciplines including print, radio and television. ECornell provides a certification program for hospitality marketing. Though not required to work for an agency, it could give you a leg up.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  Those who want to work for a hospitality ad agency should have plenty of personal experience with travel.

When hotel, lodging and hospitality businesses need a helping hand with getting more traffic to their sites, they often turn to advertising agencies. Advertising agencies for hospitality and lodging can help draft plans for a media blitz, promotional incentive program or other initiative, or just help keep sales and bookings on an even keel. Knowing about some common terms for this kind of partnership will help hotel and lodging managers and owners figure out what direction they want to go with advertising agencies for hospitality and lodging.

Action Steps
The best contacts and resources to help you get it done

Online hotel marketing

Most web users will be familiar with a growing number of online hotel search sites and other complex hotel and lodging advertising that goes on over the web. Online hotel and lodging advertising is a major part of the industry, and businesses looking at hiring advertising agencies for hospitality and lodging should make sure they include attention to the web.

I recommend: See more on some new initiatives in hotel and lodging advertising at this Hotel Marketing site.

Portfolio

A marketing portfolio just shows a firm's past experience in successfully promoting like products or businesses. For hotel and lodging advertising, prospective hospitality businesses looking to hire should make sure to ask for a portfolio to see some solid history in representing hospitalities.

I recommend: See an example of a solid marketing portfolio at this Marketing Solutions site.

Green travel

Green travel is simply a travel option that has a good ecology rating attached to it. Green travel has become a buzzword in advertising hospitalities businesses with good 'carbon footprints.'

I recommend: See more on green travel at Green Hotels.

Extended stay promotions

One big way that hotels and motels optimize rooms during various seasons is with extended stay packages. Without getting these into your promotions, you could end up not getting the full benefits of a marketing campaign by losing out on the long-term customer.

I recommend: For brainstorming extended stay promotions, check out this online tool for finding extended stay options at Extended Stay Hotels.

Hotel branding strategies

Branding is the art of promoting a product or service based on a name or trademark. Branding is such a large part of the hotels and lodging business that it makes sense to ask hotel and lodging advertising agencies about the relevance of a branding strategy.

I recommend: See more on branding for hotels at the Hotels Mag.

Guest demands

The general term guest demands refers to things that customers might want in a stay. Advertisers would do well to pay attention to these items, either through surveys or other feedback.

I recommend: For an interesting take on the guest demands of the future, check out this Hotel trends page.